Meet the twentysomething nepo baby who built a $1bn beauty brand
Forget about the lipstick index – it's all about the lip gloss index in 2025. It's something that nepo baby and influencer Hailey Bieber was canny enough to realise when her peptide lip treatment was one of the hero products to launch her beauty brand Rhode back in 2022. And now, on the eve of its third birthday, Rhode has become a $1 billion beauty brand, after news broke on Wednesday that Bieber had sold it to Elf Beauty (though she will stay on as chief creative officer and head of innovation).
It certainly puts paid to any of Bieber's naysayers and cements her status as a future businesswoman to watch. As Elf chairman and chief executive officer Tarang Amin told WWD: 'In less than three years, going from zero to $212 million of net sales, direct-to-consumer only, with just 10 products – I would never believe that if somebody told me.'
Raised in New York, Bieber is the youngest daughter of the actor Stephen Baldwin (best known for playing Barney Rubble in The Flintstones movies) and graphic designer Kennya Deodato. The Baldwins of course, are one of the most famous acting families in Hollywood, with Hailey's uncle Alec being the most well-known.
After a few appearances in various projects alongside her family, Bieber started modelling in 2014, starring in high-profile campaigns for the likes of H&M, Guess and UGG. Coinciding with the rise in popularity of Instagram, Bieber was part of a new wave of models whose star power (and bankability) was intrinsically linked to their follower count, with other examples including her friend, Kendall Jenner, and Gigi Hadid.
Yet it was her relationship with the Canadian pop star Justin Bieber that truly propelled her into the A-list. The two first dated in 2015, before splitting, reconciling (and quickly becoming engaged and married) in 2018. Their romance has been particularly notable for the ire it inspires in certain corners of the internet – and specifically, Justin fandom – with online trolls accusing Hailey of plotting to steal the singer from his ex-girlfriend, Selena Gomez. All in all, she's undoubtedly proved the detractors wrong – not least because the couple are now parents to a nine-month-old boy, Jack Blues.
Much like when Kylie Jenner launched her lip kits back in 2015 (her brand Kylie Cosmetics is now also valued at $1 billion), Bieber clearly recognised that the key to a successful beauty brand would be to give the fans what they wanted – i.e. the products that would enable them to look like her. In January 2022, she kickstarted the 'glazed doughnut skin' trend, a few months ahead of Rhode's launch, which included not only the aforementioned peptide lip gloss but also the peptide glazing fluid and the barrier restore cream.
Since then, she has kickstarted a series of ingestible trends on social media tied to product launches, often featuring new flavours of her peptide lip treatment, including 'cinnamon cookie girl', 'brownie-glazed lips', and 'vanilla girl'. 'Strawberry girl', meanwhile, a trend that saw her applying blusher to her nose as well as her cheeks that she popularised in the summer of 2023, led to the launch of her 'blush stick'. Perhaps her most famous – and genius – launch has been her sell-out lip gloss phone cases, which capitalise on how your phone is in your selfie.
As well as being her brand's best ambassador, Bieber has also crucially listened when she's gotten things wrong. Case in point was her blush sticks, which some complained did not show up well on darker skin tones. Keen to be inclusive, Bieber invited black creatives to help her finesse the formulation in the lab, leading to a popular relaunch.
For Elf Beauty, too, there is much to gain. Not only is Rhode's growth impressive, but Bieber's star is still very much on the rise, especially after being a recent American Vogue cover star. Soon to be sold in Sephora in the UK, the market is only going to get bigger too.
'In an industry that's complicated and over-saturated, Rhode never steps out of its brand's core DNA, which are minimalist cool-girl essentials that are simple to understand and true to the founder, Hailey Bieber's, understated, polished aesthetic,' explains The Telegraph's beauty editor-at-large Annabel Jones. 'Whether it's the original peptide lip treatment, the pocket blush or the barrier butter, Bieber's fingerprints are all over it. Moreover, every single product formula works as well for boomers as it does for alphas and gen-Zers. No harsh active ingredients or overcomplicated messaging, Rhode taps into how real women want to look – fresh and vital. And how they actually get ready – quickly and without fuss.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Daily Mail
34 minutes ago
- Daily Mail
Food Network star Anne Burrell's shock death under police investigation for possible drug overdose
Celebrity chef Anne Burrell's death is being investigated as a possible drug overdose after she was discovered on the floor of her bathroom surrounded 100 pills, police said. The beloved Food Network star, who hosted Secrets of a Restaurant Chef and co-hosted Worst Cooks in America, was found dead inside her Brooklyn apartment on Tuesday. New details revealed the 55-year-old was found 'in the shower unconscious and unresponsive surrounded by approximately (100) assorted pills', according to NYPD documents seen by The New York Times. Emergency medical teams had responded to the home that she shared with her husband Stuart Claxton. She was pronounced dead at the scene. A spokeswoman for the city's medical examiner's office confirmed that Burrell's autopsy had been completed. Findings on the exact cause of her death were still pending. Claxton reportedly last saw his wife alive at approximately 1AM the night prior before discovering her unconscious between six to seven hours later in their bathroom. It was reported earlier this week that EMS crews had attempted CPR on Burrell but could not resuscitate her. Her family said in a statement: 'Anne was a beloved wife, sister, daughter, stepmother, and friend — her smile lit up every room she entered. 'Anne's light radiated far beyond those she knew, touching millions across the world. Though she is no longer with us, her warmth, spirit, and boundless love remain eternal.' A Food Network spokesperson added, 'Anne was a remarkable person and culinary talent – teaching, competing and always sharing the importance of food in her life and the joy that a delicious meal can bring. 'Our thoughts are with Anne's family, friends and fans during this time of tremendous loss.' Just hours before her passing Burrell had performed at improv show at a comedy club in Brooklyn, after having taken classes at the venue's training center. In a podcast earlier this year she spoke with Tori Spelling on taking the classes and how she planned to expand her horizons. She said: 'I just started taking acting classes. I started yesterday, actually... It's like an improv for actors' class. 'I got there and it's like eight people in the class. I'm the oldest one. Every other person has like, "Oh, I have a master's in fine arts in theater."' Burrell showed off her self-awareness and sense of humor that her fans were familiar with as she joked about the age gap between she and her fellow students. She said: 'I'm like, "okay, I've never taken an acting class. I don't know, this is new to me." 'I wonder if these delightful and super talented kids look at me and they're like, "What's this old lady doing here?"' The television personality had taken a break from her show Worst Cooks In America for season 28 which baffled many fans and Spelling, 52, asked at the time what led her to that decision. Burrell answered: 'I can cook, yes, I can do TV, but also, what else? I've got more to do in my life, I feel like.' She also admitted that she was just 'dipping my toe' when it came to the pivot to acting. Burrell explained: 'I feel very excited about it. I've got a few other things that I'm working on as well, which I'm not quite ready to share yet. Hopefully, exciting [are] things coming.' Gigi Hadid, who famously appeared on the cooking competition series Beat Bobby Flay with Burrell, led the celebrities expressing their heartbreak over Burrell's death. 'I am heartbroken to hear of the loss of the Great Anne Burrell,' the supermodel, 30, began. Hadid included a photo of herself and Burrell from their time filming Beat Bobby Flay back in 2023. 'As a longtime fan, getting to share this day with her was a dream come true. Beat Bobby. Hang. Eat,' she recalled. 'I wish we could have done it again. She was awesome. Rest in Peace Legend.' Chef Carla Hall, who previously appeared on Food Network's Top Chef, called Burrell an 'incredible cook and teacher.' Queer Eye for the Straight Guy star Carson Kressley, who was a close friend of Burrell's, revealed that he spoke to her just days before her death. He also shared a post to his own Instagram page which included a photo of him and Burrell. 'Rest easy, Chef Anne. I'm so blessed I was able to work with you, learn from you, laugh with you. 'So many memories - on screen and off - I cherish this photo of us living our best lives, as the kids say,' Kressley wrote. 'It's one of my favorite memories - just swimming in the ocean after a great lunch. Good food, good friends and lots of love and laughter all around. 'That's what I wish for you where you are now . I'll see you again someday, dear friend.' To conclude the tribute, Kressley revealed that 'Anne loved this photo of us so I know she'd be happy I chose this one.' The TV chef - who became synonymous with her trademark spiky platinum hair - is survived by husband, whom she wed in October 2021 in an autumn-themed ceremony and reception in her hometown of Cazenovia, New York. She is also survived by her mother Marlene and sister Jane and her children Isabella, Amelia and Nicolas, and her brother Ben. Anne developed a passion for cooking at a young age, inspired by her mother's home-cooked meals and by watching food icon Julia Child on television. After earning a degree in English and Communications from Canisius College in Buffalo in 1991, she followed her culinary dreams and enrolled at the Culinary Institute of America in Hyde Park, graduating in 1996. She worked at a whole host of New York City hotspots including Felidia and Savoy in Soho, where she honed her craft in Mediterranean cuisine. She was later thrust into the spotlight and became best known as the longtime host of Worst Cooks in America. The show, which ran for 28 seasons, saw celebrated chefs mentor amateur cooks in an attempt to transform them from rookies to kitchen experts. Elsewhere, she appeared on Chef Wanted, Chopped, Food Network Star, and most recently, competition series House of Knives - which premiered in March this year. She also penned two of her own cookbooks - Cook Like a Rock Star and Own Your Kitchen: Recipes to Inspire & Empower.
Daily Mail
an hour ago
- Daily Mail
Major grocery chain to shutter more than 60 locations by end of 2026
Kroger has announced plans to close more than 60 underperforming stores across the US by the end of 2026, marking one of the largest closure rounds in the company's recent history. The news came during Kroger's first-quarter earnings report, released on June 20, which states that the closures are expected to result in a 'modest financial benefit.' 'In the first quarter, Kroger recognized an impairment charge of $100 million related to the planned closing of approximately 60 stores over the next 18 months. As a result of these store closures, Kroger expects a modest financial benefit,' the report states. Kroger also emphasized its intention to reinvest savings from the closures into improving the customer experience. 'Kroger is committed to reinvesting these savings back into the customer experience, and as a result, this will not impact full-year guidance,' the report reads. Despite the scale of the closures, the company said no layoffs are expected. Employees at affected locations will be offered positions at nearby stores or in other areas of the business. 'Kroger will offer roles in other stores to all associates currently employed at affected stores,' the report states. The closings come after interim CEO Ron Sargent (pictured) took over after Rodney McMullen abruptly resigned on March 3 amid an internal ethics investigation Kroger, which operates nearly 2,800 stores nationwide under banners such as Ralphs, Fred Meyer, King Soopers, and Harris Teeter, has not yet released a list of affected locations. In the same report, Kroger disclosed that its Q1 2025 net income fell to $866 million, down from $962 million a year earlier. Total sales also declined slightly to $45.1 billion from $45.3 billion. Still, the company raised its full-year forecast for same-store sales (excluding fuel) to between 2.25 percent and 3.25 percent, citing strong demand for fresh foods, store brands and digital services. 'Our strong sales results and positive momentum give us confidence to raise our identical sales without fuel guidance, to a new range of 2.25 percent to 3.25 percent,' CFO David Kennerley commented in the report. 'While first quarter sales and profitability exceeded our expectations, the macroeconomic environment remains uncertain and as a result other elements of our guidance remain unchanged,' he added. Kroger also reaffirmed plans to spend between $3.6 billion and $3.8 billion this year on capital projects, including new store construction and renovations. The company aims to open around 30 new stores by the end of 2025, focusing on markets with stronger performance and growth potential. More details on the closures, including specific locations and timelines, are expected in the coming months. The closings come after interim CEO Ron Sargent took over after Rodney McMullen abruptly resigned on March 3 amid an internal ethics investigation. The grocer is currently undergoing a national search for a new CEO.
Daily Mail
an hour ago
- Daily Mail
EXCLUSIVE Inside the wild rumours about Robert Irwin and Shawn Mendes that are rocking the internet
Robert Irwin is certainly no stranger to breaking the internet, but it seems that the Wildlife Warrior has found himself at the centre of another online storm. Instead of his raunchy Bonds underwear causing a stir, this time around it all has to do with wild fake images featuring Canadian singer Shawn Mendes, 26. The pair have been bizarrely romantically linked thanks to a slew of AI -generated posts and clickbait headlines suggesting they are secretly dating. Obviously there's no truth to the romance rumours, and insiders say the Irwin family are just as baffled as the rest of us. The strange pairing all started when the Treat You Better hitmaker teamed up with Robert, 21, and Oscar-winner, Javier Bardem, to promote the animated film Lyle, Lyle Crocodile back in 2022. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new showbiz newsletter to stay in the loop. In the video, Robert quizzes the pair on crocodile trivia, sharing his passion for reptiles with his signature enthusiasm. The clip, seemingly innocuous, was enough to send the internet into matchmaking mode. Hopeful fans across TikTok and X have been busy concocting AI-generated memes and images showing the duo as a fake couple. Some cheeky users have even praised the pair as the 'perfect match' and dubbed it the 'crocodile love story we never saw coming!' One fake clickbait laden image shows a shot of Robert flexing his form in Bonds underwear on top of another of Shawn leaning in to kiss an unidentified person. The fake headline on the image reads: ''He didn't say a word, but one quiet gesture from Shawn Mendes to Robert Irwin is breaking the internet – and fans think it means everything.' Another shows a tryptic of images - the first of Shawn bearing his torso as he reclines on a couch, coupled with another showing Shawn and Robert embracing, and a third of a smiling solo Robert. The headline on the fake image reads: 'Shawn Mendes and Robert Irwin just shared a moment so low-key, it broke the internet.' Hopeful fans across TikTok and X have been busy concocting AI-generated memes and images showing the duo as a fake couple According to insiders, the Irwin family are at a loss to explain the sudden concocted fake romance. 'It's been a whirlwind,' a source close to the family told Daily Mail Australia. 'People are congratulating Robert on social media like it's official, but he and Shawn are obviously just friends.' 'Shawn has always had fun with fans' theories, but there's clearly nothing going on romantically,' they added. Despite the relationship being fabricated, the clickbait seems to be doing the trick, with many fans swooning over the pairing on social media. 'Well, it's about time we saw some exciting news! I've been following Shawn Mendes for years, and I think he deserves all the happiness in the world,' one fan wrote on Facebook. 'Let's keep our fingers crossed for this potential new couple!' Another added: 'According to "so called" news reports I keep getting on my feed, this now makes around 10 different people Shawn is supposed to be in "a romance" with.' Daily Mail Australia has reached out to Robert Irwin for comment. The Grammy-nominated singer, who famously dated Camila Cabello, has been open about taking time off from music to prioritise his mental health. While questions about his sexuality have followed him for years, Shawn has never confirmed anything. Back in October, The Señorita hitmaker spoke to the crowd at Colorado's Red Rocks Amphitheatre on Monday to address the 'truth' about his love life. Telling his fans he was trying to be 'really brave', the singer admitted that sexuality was a complex issue. 'There's this thing about my sexuality, and people have been talking about it so long,' Shawn said, saying it was 'kind of silly, because I think sexuality is such a beautifully complex thing, and it's so hard to just put into boxes.' 'The real truth about my life and my sexuality is that, man, I'm just figuring it out like everyone.' He continued: 'It always felt like such an intrusion on something very personal to me. Something that I was figuring out in myself, something that I had yet to discover and still have yet to discover it. 'And it feels really scary because we live in a society that has a lot to say about that. And I'm trying to be really brave and just allow myself to be a human and feel things. And that's all I really want to say about that for now.' Meanwhile, Robert was in a relationship with Rorie Buckley for almost two years, with the couple announcing their split in February 2024. He also allegedly cooled his relationship with his 'secret' girlfriend - fellow Australia Zoo worker Charlotte Briggs in February this year. The pair were first linked back in July 2024 when they looked cosy arriving in Sydney together ahead of the I'm A Celebrity... Get Me Out Of Here! star's appearance on The Project. Reports later suggested they started officially dating in November, but sources now tell Daily Mail Australia their plans to 'hard launch' their relationship have 'fizzled'. 'It seems like the tide has turned on that,' confirmed one source from the South African set of the Channel Ten show. 'The itinerary has changed and what has changed for Robert personally is what has many over here suspecting that his post-jungle relationship is over.'
